CUSTOMEREXPERIENCE

One Day Activation of

An Enterprise Account

Service Design Objectives

Make the acquisition process for a strategic customer as

seamless and customer friendly as possible.

By “Strategic Customer” we mean Enterprise segment

companies with 300 employees or larger.

Target: Have the contract signed and all account’s users

and services activated during ONE DAY.

Main Stages

• Explore

• Validate

• Qualify Tick-Tock Starting Point

• Negotiate

• Close

• Secure Long Term Retention

The service design presented here will start from the point when

the lead is “qualified”, meaning there are solid chances for the

deal to be closed.

Qualified Lead Stage

• Research on customer

If the Account Manager that’s to be dealing with the customer hasn’t

done this yet, it’s time to:

• Google and find out as much as possible about the Customer’s own

market: movements, competitors, press interviews and materials,

awards, events, etc.

Facebook them:

• If the customer has a pet, know the pet’s name;

• If he/she is passionate about cars or mountain trips, know that too;

• Know his/her birthday and astrological sign, and so on.

All this, in order to be able to engage in a personal and informal

conversation.

Document everything into CRM.

1

Negotiating Stage

• Empowerment to Account Manager

The Account Manager dealing with the customer must have

maximum empowerment concerning negotiation.

At no point the Account Manager must need to call a superior to

get approval!

If that happens, the customer will think they’re not talking to the

right person… and they would be right.

2

Negotiating Stage

• Account Management Backup

The Account Manager dealing with the customer must have a

Vodafone peer colleague that knows about the deal, and knows

as much as her/him – so that the peer can take over the deal in

case of illness or other small “disaster”.

2

Negotiating Stage

• PD Backup

The Account Manager must make sure they have with them present

in the meeting with the customer a person (or a direct contact) from

Product Development that knows any Vodafone offer or product by

heart.

2

Negotiating Stage

• Account Operational Support

The Account Manager must make sure he/she has a direct

contact person in Customer Operation that knows about the deal

and is ready to get into action the very moment after the contract

is signed, in order to activate services instantly.

2

Closing Stage

• Contract Shape & Style:

The people in the Legal Department tend to over ensure

contracts – this leads to over-complicated and large contracts

written in small letters, which often use a threatening language.

The contract must stick to the essentials, be as short as it can be,

and written in a “normal” manner, just like normal people speak.

3

Closing Stage

• ACTIVATE SERVICES! PRESTO!

Once the deal is signed, the Operational Support must quickly

get into action and activate services within hours if not minutes.

3

Securing Long Term Retention Stage

• Once the customer’s services are active, all the info and data must

be handed over to Major Accounts and Sales Farming Team.

• Upon activation, all users will be sent a personalized SMS from

Vodafone, stating the name of their company, all the details about

their offer, the name of the contact persons within their company

and the contact persons/numbers/e-mails within Vodafone.

4

Securing Long Term Retention Stage

• The Account Manager job is not done by now, it will never be

done, not even after (if) the customer signs off – they must be

customer aware at all time, in case of upsell opportunities, or

gaining back the account in case they’ve signed of.

• Keep track of customer’s ecosystem and have a chat or a coffee

with them every couple of months, just to make sure they’re still

happy – and if not: fix it and keep them happy.

4

Thank you

Emil Comsea